Design Translation of Tianfu Agricultural Cultural Genes in Product Packaging under the Digital Rural Strategy

SONG Meiyin; CHENG Zitao; YAO Mo

doi:10.19554/j.cnki.1001-3563.2026.06.044

PDF(9538 KB)

Packaging Engineering ›› 2026, Vol. 47 ›› Issue (6) : 476-486. DOI: 10.19554/j.cnki.1001-3563.2026.06.044

Design Discussion

Design Translation of Tianfu Agricultural Cultural Genes in Product Packaging under the Digital Rural Strategy

SONG Meiyin, CHENG Zitao^*, YAO Mo

Author information +

History +

Abstract

The work aims to explore the activation path of Tianfu agricultural culture genes in the packaging design of agricultural products under the background of the digital rural strategy, and construct an innovative design model driven by the integration of culture and technology. Firstly, the visual problems existing in the packaging of typical agricultural products in Sichuan region were analyzed. Combined with the questionnaire survey, the elements of user preferences and cultural concerns were extracted. Relying on the construction of cultural gene maps and the extraction of semantic tags, representative symbols of Tianfu agricultural culture were refined. Digital tools such as AR and blockchain were further introduced to carry out multi-level design translation, and the "80's Farmers" brand was taken as the practical carrier to conduct design application and system evaluation. Research found that the hierarchical refinement of cultural factors and the integrated design of digital tools could effectively enhance the cultural expressiveness and user experience of packaging, creating an immersive regional characteristic packaging design that integrated technology and culture. A tripartite integration model of cultural genes, digital technology and packaging translation is proposed, which provides a feasible path for the contemporary expression of agricultural culture in packaging design and also offers methodological support and design paradigms for the brand building and cultural activation of regional agricultural products under the digital rural strategy.

Key words

digital village / Tianfu agricultural culture / cultural genes / packaging design / design translation

Cite this article

EndNote

Ris (Procite)

Bibtex

Download Citations

SONG Meiyin, CHENG Zitao, YAO Mo. Design Translation of Tianfu Agricultural Cultural Genes in Product Packaging under the Digital Rural Strategy[J]. Packaging Engineering. 2026, 47(6): 476-486 https://doi.org/10.19554/j.cnki.1001-3563.2026.06.044

References

[1] 任欣瑜, 甘燚, 朱天阳. 乡村文化基因转译下的农产品生态包装设计研究[J]. 工业设计,2025, (1):44-47.
REN X Y, GAN Y, ZHU T Y.Research on Ecological Packaging Design of Agricultural Products under the Translation of Rural Cultural Genes[J]. Industrial Design, 2025, (1):44-47.
[2] 高媛. 乡村振兴背景下四川地区特色农产品包装设计研究——以“彭山田野·礼”项目为例[J]. 黑龙江粮食, 2021, (11):72-74.
GAO Y.Research on Packaging Design of Characteristic Agricultural Products in Sichuan Region under the Background of Rural Revitalization:A Case Study of the "Pengshan Tianye·Li" Project[J] Heilongjiang Grain, 2021, (11):72-74.
[3] 李雪琴. 乡村振兴背景下地方特色农产品包装设计研究[J]. 包装工程, 2024, 45(8):450-455.
LI X Q.Research on Packaging Design of Local Characteristic Agricultural Products under the Background of Rural Revitalization[J]. Packaging Engineering, 2024, 45(8):450-455.
[4] 卢利聃, 章媛, 陈沛宜. 天府农耕文化的美学意蕴及对新时代“农禅”思想的建构[J]. 名家名作, 2023, (32):48-50.
LU L D, ZHANG Y, CHEN P Y.The Aesthetic Implications of Tianfu Agricultural Culture and Its Construction of the "Agricultural Zen" Thought in the New Era[J]. Masterpieces, 2023, (32):48-50.
[5] 匡莹. 基于文化基因理论的农产品品牌包装设计研究[J]. 造纸装备及材料, 2024, 53(11):161-163.
KUANG Y.Research on Brand Packaging Design of Agricultural Products Based on Cultural Gene Theory[J]. Paper Equipment & Materials, 24, 53(11):161-163.
[6] 石婷婷. 天府农耕文化与四川乡村振兴的目标任务耦合性探究[J]. 粮食问题研究, 2025, (2):39-43+56.
SHI T T. Research on the Coupling between Tianfu Agricultural Culture and the Goals and Tasks of Rural Revitalization in Sichuan[J] Research on Food Issues, 2025, (2):39-43+56
[7] 刘禹. 乡村文化振兴背景下岭南农耕题材外销艺术数字化传承策略研究[J]. 包装工程, 2024, 45(22):503-509.
LIU Y.Research on the Digital Inheritance Strategy of Export Art with Lingnan Agricultural Themes under the Background of Rural Cultural Revitalization[J] Packaging Engineering, 2024, 45(22):503-509.
[8] 张懿心, 罗春燕, 钟亿琼, 等. 岭南农耕文化数字文创产品设计研究[J]. 包装工程, 2024, 45(S1):382-387.
ZHANG Y X, LUO C Y, ZHONG Y Q, et al.Research on the Design of Digital Cultural and Creative Products of Lingnan Agricultural Culture[J]. Packaging Engineering, 2024, 45(S1):382-387.
[9] 汪瑜. 皖南传统民居装饰艺术的文化基因解析与数字化传承路径研究[J]. 兰州文理学院学报(社会科学版), 2025, 41(3):40-49.
WANG Y.Research on the Cultural Gene Analysis and Digital Inheritance Path of Traditional Residential Decoration Art in Southern Anhui[J]. Journal of Lanzhou University of Arts and Sciences (Social Sciences Edition), 2025, 41(3):40-49.
[10] 金玉芳, 李宇飞. 中国消费者的消费幸福感形成机制——基于消费过程的质性分析[J]. 管理案例研究与评论, 2023, 16(5):599-612.
JIN Y F, LI Y F.The Formation Mechanism of Consumption Happiness of Chinese Consumers:A Qualitative Analysis Based on the Consumption Process[J]. Management Case Studies and Reviews, 2023, 16(5):599-612.
[11] 姚荣菊. 智能技术驱动下的地方特色农产品包装设计创新研究[J]. 网印工业, 2024, (12):29-31.
YAO R J.Research on Innovative Packaging Design of Local Characteristic Agricultural Products Driven by Intelligent Technology[J]. Screen Printing Industry, 2024, (12):29-31.
[12] 卜俊, 孙培贤, 周涛, 等. 闽南龟粿文化基因谱系图构建及设计应用研究[J]. 包装工程, 2024, 45(10):183-191.
BU J, SUN P X, ZHOU T, et al.Research on the Construction and Design Application of the Genetic Pedigree Map of Minnan Turtle Cake Culture[J]. Packaging Engineering, 2024, 45(10):183-191.
[13] 牛显慧, 叶洪图. 基于生成式AI语境下蒙古族展览空间再生价值研究[J]. 室内设计与装修, 2025, (7):128-129.
NIU X H, YE H T.Research on the Regenerative Value of Mongolian Exhibition Space in the Context of Generative AI[J]. Interior Design and Decoration, 2025, (7):128-129.
[14] 程月. 乡村振兴背景下的农副产品包装设计研究[D]. 西南科技大学, 2022.
CHENG Y.Research on Packaging Design of Agricultural and Sideline Products under the Background of Rural Revitalization[D]. Southwest University of Science and Technology, 2022.
[15] 陈芳, 赵琳. 黄陵县农业绿色食品包装中存在的问题及应对探究[J]. 现代食品, 2025, (6):159-161.
CHEN F, ZHAO L.Research on the Problems and Countermeasures of Green Food Packaging in Agriculture of Huangling County[J]. Modern Food, 2025, (6):159-161.